Former Apple CEO to launch new smartphones in the Middle East

Obi confirms Middle East and Africa region are next company’s global expansion strategy

New smartphone brand, Obi which was co-founded by former Apple CEO John Sculley is preparing to launch in the Middle East market with a range of new products.

Obi Mobiles is a venture of Sculley's IT supply chain company, Inflexionpoint. Its devices run on Android Kit Kat platform, are powered by multi-core processors, including an octa-core option and feature dual-sim capabilities.

John Sculley, co-founder and managing partner at Inflexionpoint, said: "Our vision is to use Obi's success in each new market to create an international brand, especially targeted at the feature-rich and trendy smartphone segment. Having launched in India with a better-than-anticipated response has helped us set the pace for the Obi expansion blueprint, and now we are expanding our strategy of effective brand building and marketing for superior mobile devices in other regions.

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"The MENA region presents a huge opportunity for new smartphone devices, with about a huge margin of consumers in the mid and affordable smartphone segments. Consumers today want the best feature-rich smartphone experience at desirable price points, without compromising on quality. There is also a growing trend of feature phone users moving towards smartphones. Our analysis has revealed that consumers today are more likely to switch brands as long as they have sufficient incentive. Obi is uniquely positioned to leverage all these changing market dynamics."

Sculley is an entrepreneur and investor in high-tech startups. He was vice-president and president of PepsiCo, until he became CEO of Apple in 1983. He held that position until 1993 and, under his management, annual sales at Apple increased from $800 million to $8 billion.